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Vistaprint looks for trade advantage

Tuesday, 21 October 2014

By Patrick Howard

The multi-national’s ‘for trade’ vehicle, Trade Advantage, reports satisfaction with its initial engagement with commercial printing, although some printers are loathe to actually use the free $100 voucher that came with the offer.

John Locatelli, sales manager, Vistaprint Trade Advantage, said the initial level of registrations from printers exceeded expectations. The online ordering giant is looking to move into the ‘for trade’ sector, emphasising its capability of handling micro orders, as well as its large promotion products range.

“We expected trade customers would be curious and [it’s] only natural that they are spending some time to familiarize themselves with our range and trade package. Our welcome email and link to the TradeAdvantage portal included a $100 voucher – we appreciate customers would need to take time out of their busy day to familiarise themselves with our trade portal and wanted them to have a low risk experience and treat themselves to some products,” he said.

Initially the $100 voucher had a short window, which is now extended to the 31st October. Locatelli believes printers are unfamiliar with selling the promotional products that Vistaprint has on its list.

“These product categories present a new business opportunity and addresses a gap in the market. Remember one of our key strengths are short order runs and we’re happy to take orders of one. This enables the trade to take a fresh look at their small business customers and expand their range of marketing collateral.

“Rather than send out a standard sample kit, I’m speaking with our trade customers and we’re discussing where the opportunity is for them – where’s the low hanging fruit? Can they think of a customer who’s ready to refresh their brand, improve their corporate brand image, open to new ideas to build their business and brand image in their local community?

“My job is getting the trade to think outside the square. Keep it simple and make doing business with Vistaprint easy and rewarding for all parties.